Forrester report: radical changes in advertising
Marketing officers are more likely to assign budget to digital platforms that promote the creation of meaningful relationships
A recent Forrester report has brought some sobering home truths about the advertising industry to the fore. Titled The End of Advertising as We Know It, by James L. McQuivey and Keith Johnson, the report says chief marketing officers (CMOs) should be “shifting billions from ad interruptions to branded relationships”. Over the years, advertising has become a natural part of daily life. Love it or hate it, as the report points out, advertising has funded the global economy more effectively than any other source over the past few years. But times have changed and consumers don’t need advertising in the same way any more. Neither do they have the time for or the interest in interruption-driven media, choosing rather to trust intelligent agents to guide their decisions.